4C unveils BYOD for linear, OTT, social media | Ad Tech | News | Rapid TV News
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Using custom reporting metrics to measure more effectively business outcomes and optimise advertising campaigns, global data science and marketing technology firm 4C has launched what it calls a source-of-truth attribution solution.

4C Logo 12Aug2019With its so called bring your own data (BYOD) solution, the company says advertisers can onboard their internal reporting and analytics metrics, including sales and conversion data, and match the data to media channels in its Scope by 4C platform.

The new Scope by 4C is claimed to make it possible to combine disparate reporting sources into reporting, pacing, and optimisation tools across linear TV, over-the-top (OTT), and social media such as Facebook, Pinterest, Snapchat and Twitter. It is designed to help marketers achieve cross-channel video success with real-time optimisation and measurement against business outcomes by executing campaigns across screens, and analyse performance in a single, self-service tool.

In addition, 4C believes that the capability within Scope represents an industry-first for business outcome attribution between walled garden platforms in the era of ubiquitous video.

“Leading brands, agencies, and media buyers trust Scope by 4C to identify their most valuable consumers and reach them across disparate channels and devices,” explained 4C chief product officer Anupam Gupta. “This BYOD capability enhances our ability to prove the value of marketing and drive better business outcomes for brands.”